Leica, best known for its high-end cameras and stunning designs, has revealed its new creation: the Sofort instant camera. Polaroid has long been known as the dominant force in this product category, having breathed new life into its products over the last year. Today’s announcement departs from typical Leica releases in both price and function. With bright colors and a digital control panel, the Sofort is all the more attractive at $300.

Leica maintains much of its iconic styling on its newest release. Bright splashes of color highlight the casing that includes a 34mm equivalent Automatik-Hektor lens system. It will ship in white, orange and mint colors with an optical viewfinder rounding out the physical features.

This is not your traditional Leica camera, if you haven’t noticed. In an attempt to blend its heritage with modern photography, the brand is implementing a few features that we don’t typically see. That includes automatic, party & people, sports & action, plus macro modes and a new selfie option. A small rectangular mirror can be found on the front of the camera to aid in framing shots of yourself.

The Sofort’s backside has a digital menu system with access to timers, camera modes, bulb function and more. This is a welcome change from the traditional analog controls that we see from Leica. Users have the choice of in-house film (color or black and white) or using Fujifilm’s Instax line. Prices range from $10-$20, depending on which option you choose.

Leica’s newest creation is available for purchase at the end of the year from authorized retailers with a $300 price tag.

First Instant Film Camera from Storied Camera Brand Puts Photographs Back into People’s Hands for Tangible, One-of-a-kind Pictures

NEW YORK, Sept. 15, 2016 /PRNewswire/ — Leica Camera proudly welcomes the newest member of its family: the Leica SOFORT. The SOFORT instant camera boasts a unique Leica design with special features, offering quick and easy access to photography that will have users seeing and sharing real photographs within seconds. With the SOFORT, Leica brings its photographic expertise, commitment to creativity, and ease of use to the world of Instax instant photography. The Leica SOFORT provides opportunities to create small tangible works of art and lasting memories.

The Leica design team has developed the SOFORT to differ from other instant cameras in a number of essential aspects. SOFORT users will be equipped with a camera that not only comes in stylish choices of orange, white and mint colors that reflect the light-hearted fun of instant photography, but also an easy-to-use creative tool that can handle more dynamic situations than a traditional instant camera. In automatic mode, the SOFORT utilizes available light as much as possible before triggering the flash, creating pictures with a more authentic, natural look that are one-of-a-kind and cannot be replaced or reproduced.

In addition to preset modes for Automatic, Party & People, Sports & Action, Macro and the creative possibilities of multiple exposures and time exposures, the SOFORT also has self-portrait and self-timer modes. The camera automatically adapts exposure time and aperture to the mode the user selects. The SOFORT even offers options for manual control overrides: focusing distance can be changed independently of the presets, the flash can be turned off entirely and image brightness can be set higher or lower. And, to make it easier for those fond of self-portraits, the SOFORT has a rectangular mirror on the front for easier framing.

The SOFORT works with both color and black-and-white film. In a nod to the nostalgic character of instant photography, the border frames of instant film offered by Leica for the SOFORT are a warm cream color. All Leica SOFORT film packs come with 10 exposures. Color film is also available in double packs of 20 exposures.

Easy to use and fun to accessorize, Leica SOFORT will see a comprehensive range of accessories for both the camera and its unique pictures. Carrying straps are available in mint, orange, and black & white to perfectly match the colors of the camera and keep it secure, while stylish Leica SOFORT cases for protecting the camera come in black or brown. SOFORT owners who’d like to display their work can purchase SOFORT Postcards offered in sets of three with different designs integrating the instant picture, a SOFORT Photo Presenter which can be filled with photos and put on display, or a classic SOFORT Photo Album for storing even more of life’s tangible instant memories. SOFORT Storage Boxes round off the selection of accessories for conveniently storing your favorite pictures, available in sets of three with each set including mint/black, white/black and orange/black boxes.

The Leica SOFORT will begin shipping to Leica Stores, Boutiques and Dealers in November.

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Trevor Daugherty is the Senior Editor of 9to5Toys. Since joining in 2014, he’s specialized in product reviews, exclusive discounts and 9to5’s New Toy of the Day. Contact him direct at trevor@9to5mac.com.